消费者对主粮品质属性的偏好和支付意愿研究——以小包装面粉为例  

Consumers’Preference and Willingness to Pay for Quality Attributes of Staple Crop——The Case of Small Packed Flour

作　　者：韩子旭 严斌剑[1] HAN Zixu;YAN Binjian

机构地区：[1]南京农业大学经济管理学院,南京210095

出　　处：《农业技术经济》2021年第4期30-45,共16页Journal of Agrotechnical Economics

基　　金：国家自然科学基金重点项目“新时期农业发展的国家政策支持体系研究”(编号:71333008);江苏省高校优势学科建设工程资助项目(PAPD);南京农业大学中国粮食安全研究中心、江苏农业现代化决策咨询研究基地。

摘　　要：本文运用选择实验法,基于544名城镇面粉消费者的问卷调查数据,借助混合Logit模型和潜类别Logit模型研究消费者对是否为专用粉、品牌、食品安全属性、营养品质和食味品质五大类面粉品质属性的偏好和支付意愿。研究发现,第一,消费者最重视面粉的食味品质,其次为食品安全属性,不同收入水平、年龄、性别的消费者对食味品质的重视程度普遍较高,而对其它面粉品质属性的偏好存在显著差异;第二,包含面粉营养成分健康功效的信息提示可以显著影响消费者对面粉营养品质的支付意愿;第三,消费者对各项优质属性层次的支付意愿普遍较高,这说明在未来我国居民收入水平进一步提高、食品市场信息不对称问题减弱的前提下,高品质面粉具有实现优质优价的广阔空间。Based on choice experiment survey data of 544 urban flour consumers in China,we use the Mixed Logit model and Latent Class Logit model to study consumers’preference and willingness to pay for the five major quality attributes of flour:specialized flour or not,brand,food safety attributes,nutritional quality and taste quality.We conclude that firstly,consumers pay the most attention to the taste quality of flour,followed by food safety attributes.Consumers with different income levels,ages and genders generally pay high attention to the taste quality of flour,while there are significant differences in preferences for other flour quality attributes.Secondly,information about the health benefits of flour nutrients can significantly affect consumers’willingness to pay for the nutritional quality of flour.Thirdly,consumers’willingness to pay for various premium attributes is quite high,and high-quality flour will have a broad space to achieve high quality and high price with the growth of household income level,and the alleviation of information asymmetry problem in the Chinese food market.

关 键 词：支付意愿 主粮 品质属性偏好 选择实验 混合Logit模型 

分 类 号：F426.82[经济管理—产业经济] F713.55